Factors Affecting the Marketing Efficiency of Gambier Commodity in Lima Puluh Kota Regency, West Sumatra, Indonesia

Muhammad Hendri, Rahmat Syahni, Nofialdi Nofialdi, Ifdal Ifdal


This research is motivated by the condition of Gambier marketing in Limapuluh Kota Regency, the Gambier center of West Sumatera and Indonesia, which is still experiencing problems and tends to be inefficient because of the high marketing margins, and the low share received by farmers. This study aims to analyze what factors influence the marketing efficiency of Gambier commodities in Lima Puluh Kota Regency. In this study, the researcher uses a Structural Equation Model (SEM) PLS method by taking 100 Gambier producers from Kapur IX sub-district and Pangkalan Koto Baru sub-district as research sites. The results showed that the variables of human resources, marketing institutions, products, capital, and markets significantly affect the marketing efficiency of Gambier commodities in the research site. Only the variable of government policy did not have a substantial impact on marketing efficiency

Full Text:



Afrizal, R. (2009). Analysis of Gambir Production and Marketing in Lima Puluh Regency, West Sumatra Province. Padang: Faculty of Agriculture. Andalas University.

Amelia. (2015). Gambir Marketing Efficiency in Lima Puluh Kota District, West Sumatra. Lima Puluh Kota: Trade Litbang Scientific Bulletin.

BPS. (2019). Gambir Plant Production in West Sumatra. West Sumatra: BPS.

Farayola. (2013). Determinants of Marketing Efficiency among Small-Holder Cocoa Marketers in Oyo State, Nigeria. 2013. (International Journal of Management and Social Sciences Research (IJMSSR).

Hair. (2010). Multivariate Data Analysis (7th ed). The United States 2010. West Sumatra: Indonesian Chamber of Commerce and Industry (KADIN).

Maududi, L. (1994). Factors influencing the marketing efficiency of Panili in Bali Province. Indonesian Spice and Medicinal Plants Research Institute.

Sa'id. (2009). Agroindustry and Gambir Indonesia Business. Bogor: IPB Press.

Sugiyono. (2012). Qualitative Quantitative Research Methods and R&D. Bandung: Alfabeta.


  • There are currently no refbacks.